February 9, 2016,
Sponsorship News 
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I was asked to give this lecture by the European Sponsorship Association (ESA) at Sport England as part of the ESA Diploma in sponsorship.
Big thanks to ESA and Peter Raymond for inviting me to speak to the students.
Click here to watch the lecture (running time 58 mins)
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September 15, 2015,
Events, News, Sponsorship News No comments
If you would like to attend this FREE event, please RSVP events@skatta.tv
June 11, 2015,
Guru in a Bottle, Sponsorship News No comments
Improving the Performance of Sponsorship written by British sponsorship award winning author and consultant Ardi Kolah is published globally on 29 June by Routledge.
Kolah is a senior lecturer on sponsorship at Cass Business School, Henley Business School, Kingston Business School and London Guildhall Faculty of Business and Law.
If you’re interested in ALL to types of sponsorship, then this is the book for YOU!
The book takes a timely and comprehensive look at all types of sponsorship – from sports, entertainment, music, media, charitable, education and environment – examining everything from its mechanics to ethical and legal issues as well as measurement and evaluation...
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July 6, 2014,
Guru in a Bottle, House of Illustration, Marketing practice, Sponsorship News No comments
This isn’t a one-way street of course. There’s a lot that sports can learn from the arts – for example creating unique experiences that reach desired audience and customer segments in a precise way that’s memorable and doesn’t suffer from ‘sponsorship clutter’ that often afflicts much bigger property types such as a premier league football club.
However, the arts sector needs to become much more commercially savvy in helping itself achieve anything like the success achieved by sports rights owners over the last 40 years that has generated billions in support of sports and entertainment that relies on sponsorship income for its existence.
Earlier this week, UK ar...
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June 28, 2014,
Brand marketing, News, Public Relations practice, Sales practice, Social marketing practice, Sponsorship News One comment
According to Nike, this year’s spike in sales of its merchandise can be attributed to its World Cup marketing platform ‘Risk Everything’ campaign that’s helped it achieve a 13% increase in sales to £4.34bn in the three months to 31 May.
Nike is not a sponsor of the FIFA World Cup and these rights are held by rival Adidas.
Nike ramped up its marketing spend in the period, spearheaded by ambassadors Wayne Rooney, Cristiano Ronaldo and Neymar Jr ahead of the start of the World Cup in Brazil.
The company didn’t strip out marketing spend but said that a 36% increase in ‘demand creation’ expenses was driven by marketing support...
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June 28, 2014,
Brand marketing, Guru in a Bottle, High Impact Marketing that Gets Results, Sponsorship News, The Art of Influencing and Selling One comment
Adidas has posted £1.6bn in global sales of football shirts, shoes and balls largely as a result of the exposure delivered by its sponsorship of the FIFA World Cup Brazil 2014.
The company says it’s “definitely” on track to break trading records this year having registered strong sales figures pre and during the current World Cup. Adidas has been gradually building demand for its shirts, boots and balls since last November to try and ease the pressure on its retail network during the tournament trading period.
As a sponsor of nine national teams, Adidas has sold more than 8m shirts, a significant increase on the 6.5m shirt sales it achieved for the 2010 World Cup...
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May 20, 2014,
Essential Law for Marketers, Guru in a Bottle, Legal update, News, Sponsorship News No comments
During major sports events, non-official sponsor brand owners will start to consider actively pursuing ‘guerrilla or ‘ambush marketing’ tactics as they seek a free ride on the back of major events such as the Commonwealth Games in Glasgow, FIFA World Cup in Brazil, the Tour de France or the Wimbledon Tennis Championships.
But like so much in marketing, they’re two schools of thought on the subject of ‘ambush marketing’.
Pro-ambush
Those who are in favour of ‘ambush marketing’ including the European Sponsorship Association (ESA) argue it’s a perfectly acceptable form of marketing activity for a non-sponsor to be engaged with provided it doesn’t brea...
March 24, 2014,
Events, Guru in a Bottle, Public Relations practice, Sponsorship News One comment
This was the subject of my presentation at the 5th World Communication Forum in Davos, Switzerland and my co-presenter was the dynamic Andrew Denton, Head of Media at Welcome to Yorkshire.
The topic we were asked to address was how global events can stimulate economic development. What you may not realise when you’re reading this blog post is that Yorkshire won the bid to host the first stage of the world’s most famous cycle race, the Tour de France.
The Grand Depart will begin in Leeds on Saturday 5 July 2014 and will be broadcast in 88 countries to millions of viewers around the world, many of whom may not have a clue about where Yorkshire is or indeed how stunning it is...
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March 7, 2014,
Consumer behaviour, Guru in a Bottle, Sponsorship News 2 comments
Green Schools Revolution is one of the most innovative corporate social responsibility (CSR) programmes in the UK and could signal a new way for brand owners to engage with children and their families and turn traditional B2C sponsorship on its head.
That was the message delivered at a special PRCA Breakfast Briefing where Hopscotch Consulting explained its role in helping The Co-operative develop a nationwide CSR programme that has bagged a ‘Special Award for Green Sponsorship’ at this year’s UK Sponsorship Awards 2014 to be announced later this month.
You could say Hopscotch Consulting has big plans for its Green Schools Revolution and has leap-frogged the competition...
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